Claro's Signs of Progress Ad Transforms a Small Community's Economy

By: Jana Pijak - Jul 29, 2015
References: claro.co & youtube
Claro's 'Signs of Progress' commercial encourages economic growth within Central America's low-income communities. Shot in the style of a documentary, this commercial -- by Ogilvy San Jose -- starts off with some economic stats.

The ad follows the lives of Central American housewives who are often unseen and unpaid for their work. Even though their income is limited, there is one luxury that this commercial's subjects can't live without, television. For those who are unable to afford cable TV, screen loans are a costly alternative within this low income community.

Teaming up with local artists and the women themselves, Claro -- one of South America's largest telecommunications companies -- decides to affect positive change in this community by giving some of its most valued ad space to local business owners. Rather than being greeted by Claro's branded satellite antennas, the community's inhabitants are now greeted by signage that promotes local female startups -- ranging from hair salons to cake shops that were never before recognized as valuable businesses.